The Impact of Perceived Corporate Social Responsibility on Frontline Employee’s Emotional Labor Strategies

Seonggoo Ji and Ihsan Ullah Jan
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Seonggoo Ji: Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea
Ihsan Ullah Jan: Department of Business Administration, Hanbat National University, Daejeon 34158, Korea

Sustainability, 2019, vol. 11, issue 6, 1-14

Abstract: This study explores the relationship between corporate social responsibility and emotional labor strategies of frontline employees. In particular, the research focuses on the impact of perceived motives of corporate social responsibility on the cynicism, authenticity, and subsequently, the effect of cynicism and authenticity on surface acting and deep acting of frontline employees. Based on the online survey of 258 frontline employees in South Korea and structural equation modeling of the data, the findings show that the selfish motives of corporate social responsibility (CSR) increase cynicism whereas the altruistic motives of corporate social responsibility increase authenticity and decrease cynicism of frontline employees. In addition, this study reveals that CSR-cynicism leads to surface acting and reduces deep acting whereas CSR-authenticity increases deep acting and does not significantly affect surface acting of frontline employees.

Keywords: corporate social responsibility; authenticity; cynicism; deep acting; surface acting (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:6:p:1780-:d:216837

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